Designing And Delivering Superior Customer Value-Concepts, Cases, And Applications 1st Edition Art Weinstein (Author); William C. Johnson (Author) - Solutions

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How could you incorporate your advertising plans into an integrated marketing communications program to promote value effectively to your target market?
As promotional consultants, devise an ad theme (unique selling proposition) for your moderate or strong incongruency. What type of headline, graphic elements, and key selling points would you recommend for this new product?
How will you add value based on your three product-augmenting strategies?
Building on your “basic” product (e.g., laptop computer, overnight package delivery service, etc.), explain how you can apply the above concepts — differentiation, moderate and strong incongruencies — to gain a competitive advantage for this offering.
Would you recommend using a satisfaction-based, relationshipbased, or efficiency pricing strategy?
What are the transaction costs, life-cycle costs, and risk factors that may affect purchasing decisions for the service offering?
Define the value-based pricing strategy. Discuss brand identification/image, advertising/promotion, and service quality in your response.
What is the perceived value of alternative (competitive) services?
What are the perceived service attributes (i.e., search, experience-based, and credence) that affect price strategies?
Develop marketing/business strategies to effectively manage the moments of truth.
How do these key interactions impact ongoing customer relationships? (In your response, consider what the customer values and the concept of critical incidents.)
Identify the relevant moments of truth in a specific service organization. What are the three most critical service encounters?
How will the Beetle brand be successfully identified and submitted to the targeted market? What are the promotion and advertising activities recommended?
What (if any) is the value-based quality strategy?
What is the value-based services program strategy?
What is the value-based pricing strategy? What options will be incorporated to meet the needs of the targeted audience? At what price will the product be marketed?
What changes should the U.S. Post Office implement to improve its market orientation?
Discuss how product mix, new product development, and perceived quality impact the market orientation of the U.S. Post Office.
Analyze the components of a market orientation:a. Customer orientation: Who is the Post Office’s customer?What does the customer value?b. Competitive advantage. Who are the competitors? What are their strengths/weaknesses?c. Interfunctional coordination: How is the Post Office organized? How do
What is value? How does the U.S. Post Office create value for its customers?
Discuss the relationship between process improvement and customer-added value.
What were the key success factors in this case, particularly as they have to do with process re-design?
What are some other quality tools that Time Insurance could have used to better understand and improve their service levels?
Using the Deming cycle, evaluate Time Insurances’s process improvement efforts.
If the Internet community embraces the concept of advertising over direct marketing, competition may be difficult to overcome; however, if the Internet favors a direct marketing approach, Teleplaza has an excellent chance to succeed. Comment on this statement.
How does Teleplaza create value for its customers?
Is Teleplaza market oriented? Why or why not?
What impact will the environmental factors (i.e., external changes and industry forces) have on Teleplaza’s strategy and its business performance?
Critique Teleplaza’s strategic marketing plan. What changes would you suggest management consider to improve their competitive position?
Extend the financial analysis of Southwest by 2 and 5 years.How do you propose Southwest achieve those results?
Perform a SWOT analysis of Southwest.
What pricing strategy and promotions do you recommend for other airlines to compete with Southwest?
What pricing strategy and promotions do you recommend for Southwest?
What value-added services do the other airlines offer? Should these services be promoted? How?
What value-added services does Southwest offer? Should these services be promoted? How?
Explain how service firms should apply value chain analysis to create, deliver, and maximize customer value.
How can StatePride’s advertising campaign affect a customer’s perceived benefits and resulting perceived value?
What are some ways that StatePride can reduce the price paid without changing their regular list prices for services?
Describe how a small, independent publisher can use the research techniques in Figure C15.2 to find niche opportunities shown in Table C l5.2 (identify three viable niches). How might your response differ if you consulted for a top-ten newspaper?
The new market view of the industry is depicted in Figure C l5.1. Explain the relationships among the three principals in the model: the publisher, the information seeker, and the advertiser. How can advertisers use newspapers/information products to add value and enhance customer relationships?
Market redefinition implies a change in at least one of the following: customer groups, needs, and technologies. How should advertisers cope with such market changes?
How does Rubbermaid practice “relationship marketing”?
How does Rubbermaid use quality function deployment in their new product development?
Discuss how Rubbermaid is market oriented. Address customer orientation, competitor orientation, and interfunctional coordination in your response.
What factors are currently influencing a customer’s decision to shop at Publix? Why haven’t competitors been able to duplicate such success factors successfully? How will these factors change in the next decade?
What are the values of Publix’s organizational culture, employees, customers, shareholders, suppliers, and competitors? Which ones do you consider to be value adders and which ones do you see as value destroyers, as Publix attempts to become the premier quality food retailer in America?
What can Publix do to strengthen its market position in regard to its suppliers, customers, competitors, and employees?
What factors are currently involved in successfully competing in the supermarket industry, and how will these factors change in the next 10 years?
Evaluate the wisdom of introducing the loyalty programs the way they were and the “law of unintended consequences” which soon followed.
What else can Pizza Hut learn from its customers using their marketing research/loyalty process?
Where was the breakdown in the quarterly bonus program?What changes (if any) would you make to the quarterly bonus system?
Identify the breakdowns in the process as they affected both delivery restaurants and dine-in restaurants.
In your opinion, what were the causes behind the issues mentioned in the previous question?
In what ways did Pizza Hut benefit or not benefit from its customer satisfaction/loyalty initiatives?
What value-creating strategies would you suggest for each course?
Develop a value statement for each of the three public golf courses mentioned in the case.
Propose how customer satisfaction might be measured when adding the new features.
Discuss the key service quality indicators for a typical public golf course.
Suggest new ways for NASBO to add value to it members.
Review the association’s strategies for managing and retaining existing members. Discuss current practices that could possibly jeopardize membership.
Evaluate internal marketing at NASBO. How might it be improved?
Would you consider NASBO to be market oriented? Why or why not?
As a company grows and develops, how does the corporate culture evolve?
In what ways is corporate culture useful or necessary to the survival or success of a startup company? Of a mature company?
How has Nantucket Nectars’ corporate culture shaped their management style and work environment? Describe their management style in detail. Does this particular style make a contribution to overall customer value?
What is unique about Nantucket Nectars’ corporate image and culture? What are some of the possible advantages and disadvantages of their corporate culture?
Discuss how Nantucket Nectars has raised the perceived quality for their brand? Does the Nantucket Nectars brand represent a“good value”? Why or why not?
Evaluate Nantucket Nectars’ positioning strategy. What is their brand positioning based on?
Suppose you were hired as the Director of Marketing Communications for Nantucket Nectars. Write out a statement which conveys Nantucket Nectars’ unique selling proposition.
What can we learn about benchmarking and business effectiveness from Xerox’s experience with Fuji Xerox?
Will a job shop likely employ the skills necessary to utilize population mean and standard deviation measures for the QSR?How should managers interpret the normal curve and z-values in the quality subsystems?
What did the Motorola general manager mean when he said that both companies had similar problems and opportunities?
Explain how the job shop could possess competitive advantages in quality and technology, yet receive only 5% of bid work.
What further actions can the Home Court implement to differentiate their product from the Holiday Inn? Explain.
How can the hotel further create and communicate value for their chosen market?
Evaluate the effectiveness of Home Court’s repositioning. What role did relationship marketing play in repositioning the hotel?
Recommend ways for Home Court to measure the value of their services to the corporate market.
In Home Court’s target market, what role does their sales department play?
What course of action should the company take, based on its position on the CVA map (Figure C6.2)?
How can customer value analysis be linked to marketing strategy development ?
What are the steps for conducting a customer value audit (CVA) ?
What are the differences between measuring value perceptions in consumer markets vs. industrial markets?
What is the difference between customer value and customer satisfaction?
What customer programs would you institute for each of the casino gambling and family entertainment markets, and why?
What specific price, distribution, promotion, and service elements would you propose, and why?
What strategies would you advise Harrah’s to use in pursuing the gambling and family attraction markets?
What are the advantages and disadvantages of pursuing the gambling vs. family vacation markets?
What do you think about a high roller vs. family focus for casino marketing?
Now that the band has stopped touring, can the remaining Grateful Dead organization continue to retain the Deadheads and earn their loyalty? What steps will they have to take?
How can these characteristics be used effectively by other organizations?
How would you rank the importance of the five service quality characteristics exhibited by the Grateful Dead? Why?
What are some other approaches that Glaxo could take to create greater employee satisfaction?
Based on Glaxo’s experience, how would you say internal marketing affects external customer expectations?
Herb Kelleher, Southwest Airlines’ CEO, once remarked, “Our employees come first, the customer second.” Discuss the rationale for his philosophy and how it applies to Glaxo’s introduction of the Customer Response Center.
Evaluate Ethyl’s bid to become customer oriented. Did they succeed? Why or why not?
What might be Ethyl Corporation’s competitors’ strategy and tactics to defend against this new strategy?
What benefits and drawbacks exist when a product-oriented company elects to offer expanded services to capture market share?
Visualize what AAA strategies of today will look like by the year 2005.
Evaluate AAA’s ability to create value for its members.
Strategy is the process of aligning the organization with changes in its environment. What were the major changes in the travel and financial services environment, and how did AAA respond to these?

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Designing And Delivering Superior Customer Value-Concepts, Cases, And Applications 1st Edition Art Weinstein (Author); William C. Johnson (Author) - Solutions

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